Email Marketing RulesThe Last Word on March 2019
Posted on April 5, 2019
A roundup of email marketing articles, posts, and tweets you might have missed last month…
Must-read articles, posts & reports
Email Marketing ROI: What leads to better returns? (Litmus)
Take action and stay up-to-date with dynamic email in Gmail (Google)
Audiences, targeting and signups (Word to the Wise)
Good Copy is Good Design: 4 Ways Copy Impacts Design & UX (DEG)
Insightful & entertaining tweets
In the #ExperienceEconomy you have to empower whoever gets to the customer first. @rtarkoff #ModernCX #OracleMBX pic.twitter.com/zzhs4TtxUS
— Shari Paul (@ShariPaul) March 19, 2019
“From B2C and B2B to B2Me. Now.” So true. Yes, some strategies still are separate but we all want a personalized, easy customer experience. B2C has excelled at it for years and now it’s time for us B2B marketers to step it up (less those who already are/the minority). #ModernCX
— kpindle (@kpindle) March 19, 2019
Data isn’t data. It’s people! A click on a purchase button, isn’t a click. It’s a customer. We owe it to customers to make every interaction meaningful. AI will help turn data into a personal experience that builds relationships. #WatsonMarketing #Think2019 #WatsonCommerce
— Shep Hyken (@Hyken) February 11, 2019
I’m “birthday emails from insurance companies asking if I have thought about my life insurance policy” years old
— Heike Young 👩🏼💻 (@YoungHeike) February 19, 2019
Not to mention the fact that some decent spam filters will specifically look for Re: in the Subject with no References or In-Reply-To headers.
— Steve Freegard (@smfreegard) March 1, 2019
The AOL postmaster site is no more. Tonight, raise a glass to everyone at AOL who created the deliverability industry as we know it. Their legacy affects us every day, even though their hard work has disappeared. https://t.co/BgfPmSkz6v
— Laura Atkins (@wise_laura) March 11, 2019
Noteworthy subject lines
Ann Taylor, 3/14 – Nominate A Revolutionary Woman
Democrats, 3/14 – The youngest, most diverse group of women elected to Congress
Horchow, 3/12 – Your guide to the 2019 design trends
J.Jill, 3/12 – Introducing the Web Edit: limited-edition styles, online only.
Garnet Hill, 3/12 – Spring is eco-friendly – and embroidered!
Banana Republic, 3/10 – This denim jacket = spring’s perfect layer
Banana Republic, 3/20 – When it’s too warm for a jacket, try a cardigan…
Aeropostale, 3/12 – FREE Shipping When You Buy Jeans Or Shorts
REI, 3/20 – We’re Rewarding Co-op Members. Preview the Deals.
Godiva Chocolatier, 3/21 – ENDS TODAY! Win 1 Year of GODIVA Chocolate.
MoMA Design Store, 3/12 – A Square Tea Kettle?
ModCloth, 3/11 – Do you go against the current?
Foot Locker, 3/30 – Missed the big launch? We got you.
ThinkGeeks, 3/14 – What’s a Geek’s Favorite Dessert? Pi
Kate Spade, 3/21 – where did you get that little straw bag?
Kate Spade, 3/24 – your weekend wardrobe question answered
Zales, 3/7 – Thanks, It’s New
Nordstrom Rack, 3/24 – There’s no place like out of office
Saks Fifth Avenue, 3/29 – These dresses guarantee a glamorous evening
Express, 3/14 – What every gentleman, scholar and NBA Game Changer has in his closet
Saks Fifth Avenue, 3/12 – 3 weekend-ready looks whatever your plans may be
Feeding America, 3/29 – Three awesome ways to fight hunger in your own community
Levi’s Blog, 3/12 – Our top 4 stories, ready for reading
Democrats, 3/12 – This is a long email, Chad, but what’s inside is important
Petco, 3/7 – The magic of tidying up your dog’s space
ModCloth, 3/19 – A peek behind this month’s collection
Saks Fifth Avenue, 3/30 – Access Granted: An exclusive look at a day in the life of the SaksFirst Limitless Director
Hasbro Pulse, 3/28 – A look at how Transformers figures are made
New posts on EmailMarketingRules.com
Email Deliverability Quarterly: Gmail’s TensorFlow, VMG Supports List-Unsubscribe, and More
Mobile Matters Podcast: Email Is NOT Dead. Stop Asking.
9 Reasons Why Email Marketing Is Still the King of Customer Engagement
Demand Gen Report: B2B Marketers Integrating Email with Other Channels to Boost Performance
Webinar Recording + Q&A: The Trends & Strategies That Will Shape Your Email Program in 2019
How Marketers Can Adapt to Voice-Assistants Reading Emails
Posted on April 2, 2019
The launch of the Apple iPhone in 2007 prompted a decade-long effort for marketers to make their emails mobile-friendly. The rise of voice-assistants will likely have a similar impact on email marketers, although less tectonic and probably much messier.
In this blog post, Oracle Marketing Cloud Consulting’s Kathryn Alva, Henry Alva, and Kristin McCambridge look at:
- The rise of voice-assistants reading emails
- The limitations of voice-assistants in terms of interacting with emails
- How voice-assistants read emails
- How voice-assistants handle emojis, special characters, creative spacing, and other subject line and copy issues
- How email accessibility can help voice-assistants read your emails correctly
- How the order of table cells and content blocks affect the reading of emails
- Plus some examples of subject lines and how voice-assistants read them
For all of this and more…
Email Deliverability Quarterly: Gmail’s TensorFlow, VMG Supports List-Unsubscribe, and More
Posted on March 28, 2019
Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. That’s why even the best email marketing programs suffer deliverability problems sometimes.
To help you avoid trouble, the deliverability practice at Oracle Marketing Cloud Consulting (OMCC) shares the latest news and tips for what to watch out for in our inaugural Email Deliverability Quarterly.
In this post, Dan Deneweth, Heather Goff, Clea Moore, and Brian Sullivan explain how the following will impact marketers’ email deliverability:
- Gmail Rolls Out TensorFlow AI to Filter More Spam
- Verizon Media Group Announces Support for List-Unsubscribe
- Verizon Media Group Launches Postmaster Site
- Return Path Losing Gmail Panel Data
For the full discussion of each of these issues…
Mobile Matters Podcast: Email Is NOT Dead. Stop Asking.
Posted on March 25, 2019
How many times have you seen a headline claiming that email is dead? You’ve likely seen this headline countless times and probably have clicked on a few articles about it, too. However, the truth of the matter is that email is NOT actually dead and is very much alive.
I drove this point home when I spoke with Stephanie Cox, the host of the Mobile Matters podcast. However, we talked about a wide range of topics, including…
- How I got my start in email marketing
- The biggest changes to email marketing over the past decade
- What has driven changes at inbox providers and regulators
- How to measure email marketing success
- Best practices for mobile email design
- The impact of smartwatches
For a full discussion of each of those topics and more…
>> Listen to the podcast
9 Reasons Why Email Marketing Is Still the King of Customer Engagement
Posted on March 14, 2019
So many things were supposed to make email obsolete: Facebook, Slack, mobile push—even RSS was once talked about as an email-killer. It turns out that pronouncing email dead is simply a common marketing ploy rather than any kind of market reality.
Email marketing’s return on investment remains stellar, returning $38 for every dollar invested it, according to Litmus research. And market buzz is coming back around on email. For instance, The Wall Street Journal recently called email The Hot New Channel for Reaching Real People and The Guardian says that nothing will replace email “in the near future, and probably not in the far future.”
Why is email marketing so powerful? Here are our top 9 reasons:
- Email is ubiquitous. Everyone has an account (or two) and uses it.
- Email is the account of record.
- Email is the most preferred channel for brand communications.
- Email is an open platform that no one owns, which keeps costs low.
- Email supports rich content, allowing highly engaging experiences.
For the remaining four reasons, and for a discussion of each reason…
>> Read the full post on the Oracle Modern Marketing Blog
Demand Gen Report: B2B Marketers Integrating Email with Other Channels to Boost Performance
Posted on March 8, 2019
Email continues to be the top channel marketers use to drive demand, according to Demand Gen Report’s 2019 Demand Generation Benchmark Survey. But B2B marketers are increasingly integrating email marketing with their efforts in social, SMS, push, and other channels to maximize the impact.
“I have so many clients asking about integrating additional channels, such as social, SMS and direct mail, with their email marketing,” Kim Roman, Senior Principal Consultant for Oracle Expert Services, told Demand Gen Report. “Many are looking to apps that integrate directly with their email marketing platforms, so they can either use email to follow up, continue the conversation from other channels or interact with customers/prospects via other channels based on their interaction with emails.”
Adopting an ABM-based approach can take your program up a notch and improve performance. But if you are not in a position yet to make the technological leap to omnichannel campaigns, I explain that you can ready your organization by breaking down silos and better sharing cross-channel insights internally.
I advise email marketers to meet regularly with their marketing counterparts in social, SEM, advertising, print and elsewhere to share insights. Use email to test messaging and imagery and then use the winner in a print campaign. Use keywords that are performing well in search in the subject lines of your emails. Person-to-person knowledge sharing is a great way to lay the organizational groundwork for working toward a sophisticated omnichannel future.
>> Read the full article on DemandGenReport.com
Webinar Recording + Q&A: The Trends & Strategies That Will Shape Your Email Program in 2019
Posted on February 25, 2019
The email industry is constantly changing, and keeping up with what’s new can feel like an impossible task.
Join me, Campaign Monitor’s Logan Baird, and Litmus’ Jason Rodriguez, Alice Li, and Bettina Specht as we break down the key insights from Litmus’ 2019 State of Email Report, explain the trends that are changing the industry, and provide practical advice on what those changes mean for your email program.
In this webinar, you’ll learn:
- How to display images, coupon codes, and more in Gmail’s revamped Promotions tab—and why utilizing structured data will become even more important in 2019.
- Why the rise of voice assistants makes it more important than ever to create accessible emails.
- Why the email industry’s continual consolidation will impact your email tech stack going forward.
- And more!
To watch the recording, view the slides, and read the Q&A…
>> See the entire post on the Litmus blog
The Last Word on January 2019
Posted on February 8, 2019
A roundup of email marketing articles, posts, and tweets you might have missed last month…
Must-read articles, posts & reports
The Hot New Channel for Reaching Real People: Email (Wall Street Journal)
Reputation is in the eye of the beholder (Word to the Wise)
You’ve Still Got Mail (Forrester)
Sailthru Joins the CM Group Family of Brands (Sailthru)
Insightful & entertaining tweets
My new favorite thing to do with my 5 year old….give him the phone when telemarketers call my mobile phone. It is endless good clean humor #fightback
— Anthony Chiulli (@AnthonyChiulli) January 8, 2019
I was just typing an email to our dog trainer and Gmail just filled in "at the end of March" to "We're expecting a baby" (Which, to be fair, is how I was going to finish that sentence, but…creepy Gmail!)
— Kristin (@EmailSnarketing) January 13, 2019
Noteworthy subject lines
Wegmans, 1/2 – We’ve got it! A Healthy Start for Your New Year.
Kohl’s, 1/3 – The Healthy Living Event is on! Get up to 50% off workout gear for the whole fam.
Nordstrom, 1/1 – Our wellness guide is here
American Red Cross, 1/24 – Start the year right: Become a Red Cross Champion
Petco, 1/31 – The solutions for their resolutions
Staples, 1/2 – It’s 2019. Upgrade your seat with up to $100 off.
Bed Bath & Beyond, 1/3 – Confirmed for 2019: You’re getting better sleep! Plus, this 20% off coupon is on us.
Banana Republic, 1/2 – Confirmed: These are the colors you’ve been waiting for
Saks Fifth Avenue, 1/2 – 7 style resolutions we’re sticking to
Target, 1/9 – Bonus 10% off + up to 25% off storage & org. Stack the savings.
Horchow, 1/15 – Show some love: Valentine’s Day ideas
UncommonGoods, 1/26 – Valentine’s Gifts For One-Of-A-Kind Love
Applebee’s, 1/28 – Feed the Football Party!
Wegmans, 1/31 – Make Game Day Easy with this Sweet BBQ Pork
Barneys New York, 1/28 – Are You Red Carpet Ready?
Brooks Brothers, 1/25 – The year of the pig is coming
Lego, 1/28 – FREE Year of the Pig Set!*
Saks Fifth Avenue, 1/31 – Limited-edition picks to celebrate Lunar New Year
Eddie Bauer, 1/2 – Winter Warmth 101
Patagonia, 1/11 – Winter running can be nasty
Bass Pro Shops, 1/11 – Can’t wait for spring? Gear up for your next adventure now!
UncommonGoods, 1/14 – A ring shaped like your city skyline
eBags, 1/27 – “As a bag geek, this is the best thing out there.”
Lane Bryant, 1/18 – Price drop. Mic drop.
Victoria’s Secret, 1/1 – The snuggle is reallll.
Gap, 1/9 – To/from/at the gym (everything you need) + a bonus
MAC Cosmetics, 1/14 – Prep + Prime Fix+ = The O.G. of Setting Sprays
Michaels, 1/2 – Let Us Help You Start Creating the Wedding of Your Dreams
Quiksilver, 1/2 – The Vote Is Totaled: Quiksilver’s Best of Show Is In
Jetsetter, 1/25 – 18 Travel Essentials You Should NEVER Forget to Pack
Everlane, 1/12 – 10 Tips To Reduce Plastic Waste
Saks Fifth Avenue, 1/12 – 10 hot picks for your getaway
Petco, 1/11 – 5 ways to improve your dog’s diet
Levi’s, 1/15 – Our favorite #LiveinLevis looks
Gap, 1/28 — #OOTD inspiration: you look good in NEW
New posts on EmailMarketingRules.com
Why Preview Testing Every Email You Send Increases Your ROI
2019’s Top Email Design Trends
Report: Live Optimization Notebook on Welcome and Onboarding Emails
Webinar: “The Trends & Strategies That Will Shape Your Email Program” on Feb. 21
Posted on February 5, 2019
The email industry is constantly changing, and keeping up with what’s new can feel like an impossible task.
Join our panel of leading industry experts as we break down the key insights from Litmus’ 2019 State of Email Report, explain the trends that are changing the industry, and provide practical advice on what those changes mean for your email program.
In this webinar, you’ll learn:
- How to display images, coupon codes, and more in Gmail’s re-vamped Promotions tab—and why utilizing structured data will become even more important in 2019.
- Why the rise of voice assistants makes it more important than ever to create accessible emails.
- Why the email industry’s continual consolidation will impact your email tech stack going forward.
- And more!
Invite your whole team—from the coders and copywriters to the VP of marketing—and learn how each of you can do your part to set your email program up for success in 2019.
The Trends & Strategies That Will Shape Your Email Program
Feb 21, 2019
12pm ET / 9:00am PT / 5:00pm GMT)
Duration: 1 hour
Your Presenters:
Alice Li, Principal Email Engineer, Litmus
Jason Rodriguez, Community Evangelist, Litmus
Chad S. White, Head of Research, Oracle Marketing Cloud Consulting
Logan Sandrock Baird, Professional Services Team Manager, Campaign Monitor
Can’t make it on Feb. 21? Don’t worry. Register and you’ll receive the recording of the webinar.
>> Register for the free webinar
Why Preview Testing Every Email You Send Increases Your ROI
Posted on January 14, 2019
Email design is a moving target. Whether marketers like it or not, it’s impossible for them to create a single email design, because the rendering of any individual email changes depending on the email client used to view it, the screen size used to view it, and many other factors.
By our calculation, every email has more than 15,000 different potential renderings. The challenge is to manage and control that variability through savvy coding and design. And you can’t do that if you’re not preview testing every email you create.
While doing this takes extra time and involves extra costs, the effort is well rewarded. Email programs that test every email they send report generating an average return on investment of 40-to-1, whereas programs that test less frequently or not at all report an average ROI of 35-to-1, according to Email Marketing ROI: The Factors that Lead to Better Returns.
Even beyond ROI, email preview testing correlates strongly with success. For example, marketers who describe their email marketing programs as successful are 20% more likely than those at less-successful programs to test every email they send (58% vs. 49%), according to Litmus’ 2018 State of Email Workflows.
There are 3 reasons for why marketers need to remain vigilant about the rendering and functionality of their emails…
>> Read the entire post on the Litmus blog
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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